Rick Petry

Rick Petry is a freelance writer who specializes in direct marketing and is a past chairman of ERA. He can be reached at (503) 740-9065 or online at rickpetry.com and @thepetrydish on Twitter.
Find me on:

Recent Posts

Labor of Love: A Look at DRTV Families

by Rick Petry on Oct 27, 2015 5:30:00 PM DRTV

There’s an expression that says, “Do what you love, and the money will follow.” And while the business leaders you’re about to meet have built substantive enterprises that are a testament to economic success, this article is about a different kind of love—the kind that combines a passion for work and a foundation of trust and tenderness unique to families.

Read More

[Session Spotlight] Scale Your Digital Business Without Blowing Your Budget

by Rick Petry on Sep 27, 2015 3:00:00 PM D2C Convention, Digital Marketing, Masters Series

Would you like to discover how leading brands such as Dollar Shave Club, eHarmony, Nutrisystem, and TemperPedic have used a combination of digital marketing and DRTV to scale their business? Attend the Masters Series session, Scale Your Digital Business Without Blowing Your Budget, at this year’s D2C Convention, and you will gain real insights from marketers who are in the trenches helping to build category leaders.

You won’t just get war stories, but real, actionable information about what it takes to succeed in a hyper-competitive omnichannel world.

Read More

[OPINION] A Marketer’s View of Donald Trump and the Republican Presidential Field

by Rick Petry on Sep 16, 2015 12:07:20 PM DRTV

Editorial Disclaimer: The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.

Tonight the second Republican Presidential debate will unfold on CNN. Given that the first debate broadcast on Fox News garnered a national audience of 24 million viewers, the largest viewership for a non-sporting event in cable history, there is much anticipation and excitement in advance of this evening’s event. Of course there is one, forgive the term, primary reason why: reality star Donald Trump, aka the Teflon Don.

Read More

[OPINION] Subway’s Jared Fogle: A Cautionary Tale for Advertisers

by Rick Petry on Aug 20, 2015 5:53:38 PM DRTV

Editorial Disclaimer: The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.

The stunning downfall of “the Subway Guy” — aka Jared Fogle — is a cautionary tale for advertisers who employ spokespeople as endorsers for their products or services. In a recent Dish column in ER magazine entitled “Pitch Perfect,” I explored the debate of whether to use a celebrity or a professional pitch person.

Read More

Gone in 60 Seconds: Rethinking DRTV Ad Lengths

by Rick Petry on Jul 26, 2015 3:00:00 PM DRTV

For years, just two lengths, :120 and :60, have dominated short-form direct response television (DRTV) commercials. This is how long it takes to outline a problem and a solution, articulate a product’s benefits and features, make a direct offer, and (hopefully) close the sale—or so goes the prevailing wisdom.

The exceptions have been lead-generating spots, which easily make their proposition in 60 or 30 seconds.

Read More

Video on Command: Engaging Today's Consumer

by Rick Petry on May 29, 2015 3:00:00 AM Digital Marketing

One of the reasons the direct marketing game is so much fun is that it provides instant gratification. A marketer puts up an ad and an offer, then waits for the phone to ring and the shopping carts to fill. But with the predominance of the Internet, that equation has changed. Once a consumer’s curiosity is piqued, they will often go on the hunt, armed with a second screen, to seek more information that empowers them to make an informed purchase decision. It is no longer adequate to simply ask for the order by posting one’s call to action on a microsite.

Read More

[OPINION] Marketing’s Profound Role in the War With ISIS

by Rick Petry on Apr 1, 2015 3:00:00 AM Digital Marketing

The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.

Another day, a new atrocity. Every day amid these dark days, the world awakens to another cruel affront to humanity by way of the Islamic State of Iraq and the Levant also known as ISIS or ISIL. A byproduct of the ceaseless flow of bloodshed is the steady stream of recruits joining their army of terror from all corners of the world. While conventional marketers have wondered if social media can be used to sell a message, ISIS is effectively leveraging social to not only recruit, but to “close the sale.”
Read More

OPINION - GEICO Reimagines the Pre-Roll Ad as Voyeuristic Delight

by Rick Petry on Mar 10, 2015 3:00:00 AM Digital Marketing

As mentioned in a previous blog post Nationwide's Super Bowl Ad Fumbles, nobody knows how to serve up advertising reliant on the concept of “borrowed interest” quite like GEICO. From cavemen to talking geckos, advertisers will use any humorous means at their disposal to get their name in front of you. But now the insurance advertiser, which spends a reported $1 billion per year, may have outdone itself with a new series of online pre-roll ads that subvert expectations and surprise and delight.

Read More

OPINION - Nationwide's Super Bowl Ad Fumbles

by Rick Petry on Feb 4, 2015 4:19:54 PM Brand Marketing

Editorial Disclaimer: The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.

“There is no such thing as bad publicity,” a quote often attributed to the supreme American huckster P.T. Barnum, appears to be the third rail that Nationwide Insurance held onto firmly while rationalizing their now infamous and ill-advised Super Bowl XLIX commercial entitled “Make Safe Happen.”

Read More

OPINION: Why the Cut Rate Business Is Bad for Business

by Rick Petry on Dec 23, 2014 4:00:53 PM DRTV

Editorial Disclaimer: The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.

In the wake of Black Friday we now have Gray Thursday, Cyber Monday, Cyber Week, Free Shipping Day, and a host of other discount-driven extravaganzas designed to entice holiday consumers. Knowing that buyers are always after a bargain one would think such cut-rate gambits would be music to their ears. However, the ubiquity of such offers has formed a cacophony that threatens to reduce them to so much white noise, as retailers seem to be deaf to the old adage ‘familiarity breeds contempt.’
Read More

Dish: Under Construction

by Rick Petry on Dec 19, 2014 12:36:28 AM ER Magazine, Digital Marketing, DRTV

Dish_Under_Contruction-812945-edited-839285-edited-052574-editedThe average person will have seven careers over the course of his or her life. Most people start out with good intentions, degree in hand, and either find a career in their chosen field or fall into something that pays the bills. Advertising and marketing seem to attract a significant number of the latter. But here are two pieces of fantastic news: (1) The industry offers a broad and multifaceted canvas that opens up loads of opportunities for reinvention; and (2) it is never too late to reinvent yourself.
Read More

That Was Then, This Is Now

by Rick Petry on Nov 24, 2014 8:00:00 PM ER Magazine, DRTV

Infomercial buyers are insomniac little old ladies who live in trailer parks and shop while wearing oversized hair curlers and eating bonbons, right? Not according to an independent study of infomercial buyers conducted by Cannella Response Television, Script to Screen, and M2 Marketing & Management Services. A survey of more than 1,500 infomercial buyer and nonbuyer respondents suggests that today’s infomercial purchasers skew younger than their TV-viewing, nonbuying counterparts, have higher household incomes, are more ethnically diverse, and are no more or less likely to be female. Which got me to wondering: Why is there a disparity between the prevailing stereotype and the reality portrayed in this study?

Read More
Get a2bFilfillment's FREE Ultimate Guide to Fulfillment e-Book
 
Subscribe for tips on how to grow your direct response marketing business!
Subscribe Now

Follow Us

New Call-to-action

Editorial Disclaimer

The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.